Cowgirl Chocolates - Case Analysis

COWGIRL CHOCOLATES - CASE ANALYSIS

MBA Individual Assignment

MKT 6661

Fall 2012

By

Brandon W. Viator

Table of Contents

1. Marketplace Introduction

2. SWOT Analysis

3. Problem Statement

4. Identification of Alternatives

5. Critical Issues

6. Alternative Analysis

7. Recommendations

Cowgirl Chocolates-Case Analysis

Marketplace Introduction

Cowgirl Chocolates has been a declining business year over year financially since its inception in 1997. In brief the history of the company looks like this. Marilyn Lysohir and her husband Ross Coates, artists by trade, have spent an inordinate amount of time and efforts looking for an answer that will take Cowgirl Chocolates to that level of success making it something that is asked for by name not only for its quality but its uniqueness as well. Although not their profession by trade or education this was a trial by error situation that began for Marilyn as family, friends, and acquaintances encouraged her to pursue. At an early age Marilyn first experienced the power of chocolate and added her appreciation of hot and spicy to the mix which is how this whole business idea came to be Cowgirl Chocolates. The product is outsourced to Seattle Chocolates and with the use of unique branding and packaging is sold through multiple outlets and distribution avenues which not only defines Cowgirl Chocolates as its own brand but if handled differently has the potential to become a profitable entity in its own right which is the central issue within the organization.

The market for chocolate has a very broad gathering however chocolate with spice has a unique and defined target market on two separate levels, one being the addition of a particular spicy flavor and the other being the way the product is made available to the public from a marketing perspective. Spicy chocolate is not for everyone however there is some particular demographical data available that suggest if addressed appropriately could help to capture a nominal amount of the market to affect the products targeted audience. The revitalized marketing plan in order to be effective must include target markets, distribution channels, pricing strategies, and the effective